Creating value is not something that designers do alone — it’s something that whole organizations do. Service Design only succeeds when the whole organization adopts its practices. But our very identity and separateness as “designers” can get in the way of this. To address the WHOLE organization, we must be willing to sacrifice Service Design as a unique discipline and give over everything we have and do to the org as a whole. We must be willing to let other disciplines (engineering, product management, sales, marketing, etc.) assimilate, co-opt, and take ownership of service design practices for the greater good of providing value to the whole organization and to the end user. We'll see how this approach can be successful through several case studies.